Cannes Lions

UNCHARTED 3 VIDEO GAME

KETCHUM LOS ANGELES, Los Angeles / SONY / 2012

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Overview

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Credits

Overview

Description

Sony PlayStation’s Uncharted video game series was known for combat and crashes. But to make its latest release, Uncharted 3: Drake’s Deception, a true blockbuster, Sony PlayStation would need to reach moms and the female gamers who represent 42% of the gaming community.So the PR team gave the game’s hero, Nathan Drake, star power. Mining online game forums the team uncovered a quirky detail that was generating buzz within the gaming community: Drake’s half-tucked shirt. Simultaneously, the trend was a hit in Hollywood. Here was a connection to pop culture that could be exploited to break away from conventional video game marketing approaches to garner mass awareness for the game - the half-tuck campaign was born.Launching at New York's Fashion Week, where Jay Manuel, stylist and America’s Next Top Model personality, gave half-tuck makeovers, the campaign created a half-tuck fashion craze, from Facebook to New York’s Time's Square. For the first time, a video game action hero riveted the fashion elite, generating more than 258 stories and over 735m impressions, and the game broke all sales records for the series, selling more than 3.8m games on launch day. Uncharted 3 was nominated Game of the Year by several respected media, achieved a 92/100 Meta-score ranking and topped the charts as one of the best-selling games of 2011.

Execution

NY Fashion Week: A pop-up dressing room in Herald Square invited people off the streets to receive a Nathan Drake half-tuck makeover by renowned personalities (Jay Manuel, Kourtney Kardashian, Ben Lyons). The tone was tongue-in-cheek, contrasting with the seriousness of Fashion Week.(September – November 2011) Build IntriguePost-Fashion Week:• Released celebrity photos illustrating the half-tuck look in pop culture;• Dedicated half-tuck Facebook tab;• A half-tuck ad on a Times Square billboard;• An exclusive half-tuck mailer touting branded Henley shirts, high-end designer belts, etc.(September – November 2011) Gain Credibility:• Trusted third parties of the fashion industry - Jay Manuel, stylist and America’s Next Top Model personality and style master Lawrence Zarian, championed half-tuck with lifestyle, entertainment, fashion press;• Gave the gaming community credit for first talking up Drake’s half-tuck, with an official Drake half-tuck contest hosted on Joystiq.

Outcome

1: Achieve record sales for Uncharted 3• Uncharted 3 is expected to become the biggest selling PS3 exclusive in the console’s history;• Holiday sales reached 3.8m copies worldwide on launch day – more than Uncharted 1 and 2;• Topped gaming sales charts for the 2011 holiday season;• Rave media reviews with a Metacritic score of 92/100;• Named 'Game of the Year' by IGN;• One of the 'Best Games for 2011' by Spike TV, Time, MSNBC, NPR, Variety, Wired, Yahoo!2. Expand Awareness Among Moms and Women• Secured 25+ national placements in women’s lifestyle, entertainment and fashion outlets – Huffington Post, Us Weekly, People StyleWatch, MSN Wonderwall, Yahoo! OMG, Seventeen.3: Generate mass media, emphasising national broadcast and entertainment/lifestyle news• 258 stories and over 735m impressions;• Mainstream consumer coverage in Details, VIBE, Complex, Reuters, Guyism, Wired;• National broadcast hits on E!, NBC NY Live, Global Grind, and the Today Show.

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